New advertising campaigns for women: Break or more of the same?
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Institucional da UNESP |
Texto Completo: | http://hdl.handle.net/11449/232808 |
Resumo: | This paper analyzes a recent advertising piece targeted on women seeking to verify how the dialogue with the discourse against the beauty imperative is established. To this end, an interdisciplinary point of view is adopted, in which we assume the theoretical framework of French Discourse Analysis, and certain Social Psychology postulates about stereotypes, especially those of gender. With the analysis, the main goal was to verify, considering the image of women that emerges in the campaign, how a certain memory is mobilized for the interpretation of the advertising slogan and to what extent it is possible to assert that this piece stablish a rupture with the discourse that put a high value on the beauty imperative. |
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New advertising campaigns for women: Break or more of the same?Novas campanhas publicitárias para mulheres: Ruptura ou mais do mesmo?Advertising discourseBeauty imperativeMemoryStereotypesThis paper analyzes a recent advertising piece targeted on women seeking to verify how the dialogue with the discourse against the beauty imperative is established. To this end, an interdisciplinary point of view is adopted, in which we assume the theoretical framework of French Discourse Analysis, and certain Social Psychology postulates about stereotypes, especially those of gender. With the analysis, the main goal was to verify, considering the image of women that emerges in the campaign, how a certain memory is mobilized for the interpretation of the advertising slogan and to what extent it is possible to assert that this piece stablish a rupture with the discourse that put a high value on the beauty imperative.Departamento de Estudos Linguísticos e Literários Universidade Estadual PaulistaDepartamento de Linguística Aplicada Universidade Estadual de CampinasDepartamento de Estudos Linguísticos e Literários Universidade Estadual PaulistaUniversidade Estadual Paulista (UNESP)Universidade Estadual de Campinas (UNICAMP)Brunelli, Anna Flora [UNESP]Fossey, Marcela Franco2022-04-30T12:56:14Z2022-04-30T12:56:14Z2018-01-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article452-466Discurso y Sociedad, v. 12, n. 3, p. 452-466, 2018.1887-4606http://hdl.handle.net/11449/2328082-s2.0-85055694875Scopusreponame:Repositório Institucional da UNESPinstname:Universidade Estadual Paulista (UNESP)instacron:UNESPporDiscurso y Sociedadinfo:eu-repo/semantics/openAccess2022-04-30T12:56:14Zoai:repositorio.unesp.br:11449/232808Repositório InstitucionalPUBhttp://repositorio.unesp.br/oai/requestopendoar:29462024-08-05T19:31:02.995157Repositório Institucional da UNESP - Universidade Estadual Paulista (UNESP)false |
dc.title.none.fl_str_mv |
New advertising campaigns for women: Break or more of the same? Novas campanhas publicitárias para mulheres: Ruptura ou mais do mesmo? |
title |
New advertising campaigns for women: Break or more of the same? |
spellingShingle |
New advertising campaigns for women: Break or more of the same? Brunelli, Anna Flora [UNESP] Advertising discourse Beauty imperative Memory Stereotypes |
title_short |
New advertising campaigns for women: Break or more of the same? |
title_full |
New advertising campaigns for women: Break or more of the same? |
title_fullStr |
New advertising campaigns for women: Break or more of the same? |
title_full_unstemmed |
New advertising campaigns for women: Break or more of the same? |
title_sort |
New advertising campaigns for women: Break or more of the same? |
author |
Brunelli, Anna Flora [UNESP] |
author_facet |
Brunelli, Anna Flora [UNESP] Fossey, Marcela Franco |
author_role |
author |
author2 |
Fossey, Marcela Franco |
author2_role |
author |
dc.contributor.none.fl_str_mv |
Universidade Estadual Paulista (UNESP) Universidade Estadual de Campinas (UNICAMP) |
dc.contributor.author.fl_str_mv |
Brunelli, Anna Flora [UNESP] Fossey, Marcela Franco |
dc.subject.por.fl_str_mv |
Advertising discourse Beauty imperative Memory Stereotypes |
topic |
Advertising discourse Beauty imperative Memory Stereotypes |
description |
This paper analyzes a recent advertising piece targeted on women seeking to verify how the dialogue with the discourse against the beauty imperative is established. To this end, an interdisciplinary point of view is adopted, in which we assume the theoretical framework of French Discourse Analysis, and certain Social Psychology postulates about stereotypes, especially those of gender. With the analysis, the main goal was to verify, considering the image of women that emerges in the campaign, how a certain memory is mobilized for the interpretation of the advertising slogan and to what extent it is possible to assert that this piece stablish a rupture with the discourse that put a high value on the beauty imperative. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-01-01 2022-04-30T12:56:14Z 2022-04-30T12:56:14Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
Discurso y Sociedad, v. 12, n. 3, p. 452-466, 2018. 1887-4606 http://hdl.handle.net/11449/232808 2-s2.0-85055694875 |
identifier_str_mv |
Discurso y Sociedad, v. 12, n. 3, p. 452-466, 2018. 1887-4606 2-s2.0-85055694875 |
url |
http://hdl.handle.net/11449/232808 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
Discurso y Sociedad |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
452-466 |
dc.source.none.fl_str_mv |
Scopus reponame:Repositório Institucional da UNESP instname:Universidade Estadual Paulista (UNESP) instacron:UNESP |
instname_str |
Universidade Estadual Paulista (UNESP) |
instacron_str |
UNESP |
institution |
UNESP |
reponame_str |
Repositório Institucional da UNESP |
collection |
Repositório Institucional da UNESP |
repository.name.fl_str_mv |
Repositório Institucional da UNESP - Universidade Estadual Paulista (UNESP) |
repository.mail.fl_str_mv |
|
_version_ |
1808129080172740608 |